AS CHIEF executive of pladis, Salman Amin leads 16,000 colleagues across the global biscuit and confectionery business. Amin took the reins of pladis, whose brands include McVitie’s, Jaccob’s, Carr’s and Godiva, in February 2019, and he has been credited with reviving the company. He had less than a year there under his belt before the cataclysm of the pandemic and lockdown hit the market. Covid-19, however, left this graduate of Northwestern University’s Kellogg School of Management unfazed, and pladis has seen its brands go from strength to strength during the pandemic and beyond, adapting to changing consumer preferences, especially in the context of the lingering cost of living crisis in the UK. “It’s a very challenging time for consumers in the UK. The cost of living crisis is all too real. We’ve seen our input costs increase with inflationary pressures across our supply chain, and have absorbed these where possible, to minimise price increases for consumers,”

Amin tells GG2 Power List. “We’re very fortunate that people love what we bake – they bring happiness after all. And despite the tough economic environment, sales trends from around the world reflect the desire for people to seek moments of happiness and to connect with loved ones – often over a cup of tea and a biscuit. We saw this throughout the Covid pandemic, and snacks and treats continue to form an important part of the weekly shop.” Amin says they are continuing to see growth and demand for premium products, and through their global brands, such as artisanal chocolatier Godiva, pladis is well-placed to deliver at the luxury end of the market as well. “This trend is also accompanied by rapid changes in health expectations and a continued focus on product sustainability. “These are priorities for me and my leadership team and